Your job is firstly to make the visitor trust your web site, by making your web page “getable”, so that your visitor believes “I'm in the right place to get what I want”. This means you first need to have insight into your visitor's goals, and the triggers that will give them positive vibes, with a brand and a message that's immediately accessible. If you can achieve that, they will look for the next step. Then your job is to keep the “scent”, so that they continue to think, “I’m going to get what I want here”. You’ve got a limited opportunity to do that. If.
